These lessons for me, are one of the most important part of the warm calling course.

Through the validation process, we can be certain that we are talking to:

1. the right customers,
2. the customers that meet the strategy we set out in our previous lessons, and
3. we have enough information to conduct a helpful conversation with a customer, and not waste time asking questions that can be answered by visiting their website.

One of NCAB’s biggest concerns is that we will become a fat cat. Fat cats do not validate leads, as the next illustration demonstrates. If we were to take just any customers on board, we will be distracted away from the needs of important customers, by the needs of less important or wrong customers. Instead, what we should do is validate the good customers – the customers that match our strategy, those that meet the specifics of our target audience – and focus on those customers to ensure that they’re the only ones that we focus our attention to. In the meantime, we can politely decline to support any prospective customers that do not meet this criteria.

So, the message I would like to leave you with is that we can sell more if we make less random calls and more specific calls. This is because we can target only the customers that fit our strategy, our target audience, and customers that actually want to work with NCAB. And this is only possible through strong validation, which will be covered in detail in lesson 6.